2024 Theory Ventures Go-to-Market Survey: Optimism Rises Amid Changing Market Dynamics

Last week at SaaStr, we unveiled the results of the Theory Ventures 2024 Go-to-Market Survey. This annual survey shines some light into the state of SaaS sales & marketing, offering a glimpse into how founders & companies are navigating the current business landscape.

2. Respondent Demographics

3. Mostly Early Stage Companies

4. About 25% of Respondents Purely Remote

5. Most Respondents are Well Capitalized

6. Even Split Across Pricing Models

7. Broad Representation Across Buyer Populations

8. Mid-Market ACVs Best Represented

9. 10 Observations in 2024

10. Average Outlook is 6.7, Up from 6.1 in 2022.

11. Biggest Stressor are Sales Cycles Lengthening.

12. 56% of Respondents Saw Increased Sales Cycles; Median Elongation 12 Days

13. Payback Periods Increase by 12% on Average, Likely a Result of Sales Cycles

14. Quota Increased by 13.75% y/y on Average ; Nearly 50% for the Top Third

15. Most Founders Expected No Change in Fundraising Prices

16. Typical Company Saw a 9% Increase in Sales Qualified Lead Conversion

17. No Statistically Significant Impact of AI on Sales Conversion Rate

18. No Statistically Significant Impact of AI on Growth Rate 24/23

19. The Perceived AI Efficiency Gain is Much Higher than Observed Efficiency

20. Combination Usage & Seat Saw 3x the NDR Expansion of Other Pricing Strategies

21. Conclusions
1.Founders more positive than
2022
2.Sales Cycles are Longer
3.Which Linearly Increases
Payback Periods
4.Still, Quotas are 14% Higher than
Last Year vs 3.4% CPI Inflation
5.9% Sales Lead Conversion Makes
the Numbers Foot

22. Conclusions
6. AI Not Impacting Conversion
Rate
7. AI Has no Noticeable Impact on
ARR Growth
8. Perceived AI Efficiency Gain >>
Measure Gain
9. Combination Seat + Usage Saw
3x the NDR of Other Pricing Plans

23. Q&A

24. Email: [email protected]
Website: https://theory.ventures/
Blog: https://tomtunguz.com/
LinkedIn: Theory Ventures
X: @Theoryvc